Fit Me Foundation Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Fit Me Foundation sales on Amazon US totaled 181,700 units in July 2026 (▼ 24.3% vs. the prior month), generating an estimated $2,538,564 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 54.5% of unit volume and 65.6% of revenue, while a typical listing is priced at $12.04. The keyword itself pulled 21,968 Amazon queries over the same period (▲ 21.0% MoM).
Zooming out to the 12-month window ending July 2026, the fit me foundation Top 50 moved 2,294,500 units and $30,687,251 in cumulative sales — an average of 191,208 units and $2,557,271 per month. Monthly throughput topped out at 265,000 units in November 2025 and dipped to 122,600 in May 2026, leaving the latest reading 15.0% higher than August 2025.
Fit Me Foundation Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
181.7K
▼ 24.3% MoM
Monthly Revenue 2026/07
$2.5M
▼ 37.2% MoM
Top 10 Market Share 2026/07
54.5%
Fit Me Foundation Market Share & Sales Concentration on Amazon US — July 2026
The most-sold fit me foundation listing on Amazon US in July 2026 is ASIN B07MH1KHJ2 (Brand: BS-MALL), which sold 20,000 units at $9.99 apiece — equal to 11.0% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 99,000 units and $1,665,820 in July 2026 — 54.5% of unit volume and 65.6% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Fit Me Foundation' on Amazon
July 2026
Is 54.5% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B07MH1KHJ2
BS-MALL Makeup Brush Set 18 Pcs Professional Foundation Powder Concealers Eyeshadow Blush Synthetic Makeup Brushes with Labeled instruction Black Case Upgraded Version
20K
▲ 0.0%vs. prior month
$194.6K
latest month
12-month trend
B0GN8JW57H
Smooche Color Changing Foundation - Skin Tone Adapting Liquid Foundation for Women, Self Adjusting Natural Finish, Blurs Imperfections & Fine Lines, SPF 15, All Skin Types, 1.01 Fl Oz
10K
▲ 0.0%vs. prior month
$422.3K
latest month
12-month trend
B0G1VDB22X
Luxe Color Changing Foundation – Light
10K
▼ 50.0%vs. prior month
$307.1K
latest month
12-month trend
B002BADJVE
MISSHA M Perfect Cover BB Cream No.23 Natural Beige SPF 42 PA+++ 1.69 oz | Light-medium cool-neutral skin; tinted moisturizer for face, buildable coverage, smooth natural finish, daily wear
10K
▲ 0.0%vs. prior month
$142.2K
latest month
12-month trend
B004Y9GTOO
MAYBELLINE Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 110, 1 Count (Packaging May Vary)
10K
▼ 50.0%vs. prior month
$99.6K
latest month
12-month trend
B09ZYGP147
BEAKEY Powder Puff, 12pcs Face Triangle Powder Puffs for Loose & Foundation | Black Velvet Makeup Puff for Contouring & Baking, Ultra-soft Cloud Kiss Makeup Tools for Setting, Reusable & Washable
10K
▲ 0.0%vs. prior month
$58.6K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Fit Me Foundation Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
MAYBELLINE is the best-performing fit me foundation brand in July 2026, moving 22,000 units across 3 ASINs for 22.2% of Top 10 volume. BS-MALL follows with 20,000 units (20.2%), ahead of Smooche on 10,000 units (10.1%).
Volume is spread across 8 brands, with the top three holding 52.5% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $9.31 to $39.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
MAYBELLINE
3 ASINs in Top 10
22.2%
Units
22K
Revenue
$205.7K
Avg. price
$9.31
B004Y9GTOO
$9.98·★4.4·35.5K revsMAYBELLINE Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 110, 1 Count (Packaging May Vary)
Units sold10KB00PFCSNWA
$8.98·★4.5·12.8K revsMaybelline Fit Me Matte + Poreless Pressed Face Powder Makeup & Setting Powder, Translucent, 1 Count
Units sold6KB00PFCSQCC
$8.98·★4.6·10.6K revsMaybelline Fit Me Matte + Poreless Pressed Face Powder Makeup & Setting Powder, Natural Beige, 1 Count
Units sold6K
BS-MALL
1 ASIN in Top 10
20.2%
Units
20K
Revenue
$194.6K
Avg. price
$9.99
B07MH1KHJ2
$9.99·★4.6·60K revsBS-MALL Makeup Brush Set 18 Pcs Professional Foundation Powder Concealers Eyeshadow Blush Synthetic Makeup Brushes with Labeled instruction Black Case Upgraded Version
Units sold20K
Smooche
1 ASIN in Top 10
10.1%
Units
10K
Revenue
$422.3K
Avg. price
$39.00
B0GN8JW57H
$39.00·★3.0·1.5K revsSmooche Color Changing Foundation - Skin Tone Adapting Liquid Foundation for Women, Self Adjusting Natural Finish, Blurs Imperfections & Fine Lines, SPF 15, All Skin Types, 1.01 Fl Oz
Units sold10K
Trending Fit Me Foundation Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. On the growth side, B0046VJTX8 leads positive momentum with ▲ 200.0% MoM growth on 900 units, with B01IM0LVFC close behind at ▲ 25.0% MoM on 5K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B0046VJTX8
MAYBELLINE New York Fit Me Liquid Concealer Makeup, Natural Coverage, Lightweight, Conceals, Covers Oil-Free, Light, 1 Count (Packaging May Vary)
Price
$8.98
Rating
4.4
Reviews
20.9K
Latest month sales
B01IM0LVFC
e.l.f. Prime & Stay Finishing Powder, Sets Makeup, Controls Shine & Smooths Complexion, Sheer, 0.18 Oz (5g)
Price
$4.59
Rating
4.4
Reviews
22.8K
Latest month sales
B00PFCT0CW
Maybelline Fit Me Matte + Poreless Liquid Oil-Free Foundation Makeup, Coconut, 1 Count (Packaging May Vary)
Unlock to view ASIN details and product titles
Price
$8.98
Rating
4.7
Reviews
3.1K
Latest month sales
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